Community Building on Facebook by International Finnish Brands: Example of Rovio Case
-
Upload
valeriya-kushchuk -
Category
Social Media
-
view
124 -
download
0
Transcript of Community Building on Facebook by International Finnish Brands: Example of Rovio Case
![Page 1: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/1.jpg)
COMMUNITY BUILDING ON FACEBOOK: THE EXAMPLE CASE OF ROVIO
![Page 2: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/2.jpg)
FACEBOOK PAGE ANALYSISTHE ROVIO CASE
• December 1, 2015 — January 31, 2016
• Analysis of the page posts, comments, interactions
• Semi-quantitative semi-qualitative method
![Page 3: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/3.jpg)
ANALYSIS PARAMETERS IN A NUTSHELL
• What content is used
• Are there any external links
• Is there engagement with the users
• Is it meant to be like this
![Page 4: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/4.jpg)
HOW THE CODED DATA LOOKS
![Page 5: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/5.jpg)
ZOOM-IN, 1=YES, 0=NO
![Page 6: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/6.jpg)
OBSERVATIONS
• Active part of the huge following group is surprisingly small
• Spam in the comments is not deleted
• Page admin tries to make the Rovio, Angry Birds, Angry Birds movie, and the Pirates communities overlap
• Lack of admin’s replies to the users
![Page 7: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/7.jpg)
Promotion of the Angry Birds movie prevails…
which makes some users angry
![Page 8: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/8.jpg)
Page admin engages the community on everyday and special occasions…
…and doesn’t reply to the comments to such posts
![Page 9: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/9.jpg)
NETVIZZ & GEPHI THIS IS HOW ROVIO PAGE COMMUNITY, ACTUALLY, LOOKS
![Page 10: Community Building on Facebook by International Finnish Brands: Example of Rovio Case](https://reader031.fdocuments.in/reader031/viewer/2022022200/58a431721a28ab3e3d8b61b7/html5/thumbnails/10.jpg)
CHALLENGES IN THE RESEARCH
• Data extraction
• Software for analysis
• Methods involving programming
• Time frame choice
• Not possible to study private data (messages) and page activity on other pages